Carmencita Brunch Restaurants
Bringing customers to the venues of one of Madrid's most popular brunch franchises
HOSPITALITY
B2C
Customers in 12 months
+200%
Context
One of Madrid's most famous brunch spots wanted to fill its new venues on weekdays
Carmencita Brunch is a Madrid restaurant chain with four venues in Malasaña (2), Lavapiés and La Latina, the last two recently opened. It’s a pioneering project that took off in 2010 with the goal of bringing authentic American brunch to Madrid. Over the years, it has become one of the capital’s most famous brunch spots.
The challenge
The Lavapiés and La Latina venues opened in neighborhoods with plenty of dining options, where it isn’t easy to carve out a space. Carmencita Brunch hired Fáktica in March 2022 for the launch of the Lavapiés venue, and in April 2023 for the opening of La Latina. Beyond the competition, the real challenge was measuring the true impact of the campaigns: without a rigorous methodology we couldn’t separate the effect of digital advertising from seasonal effects or from word of mouth, which is very significant in the first months after opening.
"I recommend Fáktica 100% to any business that wants to bring customers to its venue or physical store. Since March 2022 they've run our Google Ads campaigns on weekdays, which is traditionally when we have fewer customers. In the first 3 months we increased reservations by 80%, and within a year we had already tripled them!"
Beatriz Gurdiel
Owner of Carmencita Brunch Lavapiés (Madrid)
Our strategy
The key: aligning marketing objectives with Carmencita's
It's not enough to bring more traffic or more customers: it has to be done in a measurable and profitable way. We worked on three fronts so that every euro invested had a demonstrable impact on the business.
Measuring impact reliably and rigorously
Google's automatic store-visit measurement is only available for clients with several months of history and more than 100,000 monthly visits, which Carmencita Brunch did not meet. Pre-post or simple-difference analyses are common but flawed, because they don't capture external variables like seasonality or word of mouth. That's why we applied the difference-in-differences method to isolate the true effect of the advertising.
Attracting new customers on weekdays
Word of mouth already filled the venues on weekends, but Monday to Friday they were empty. We focused on weekday-only campaigns, on non-holidays, aimed at people who were in the venue's neighborhood and were proactively searching for somewhere to eat or have breakfast. We combined video, image and text across Google Search, YouTube, Discovery, Google Maps and banners on various placements.
Increasing the business's profits
A campaign should aim not just for more traffic or more customers, but to achieve it profitably. The first step is knowing how much each new customer costs and how much you earn from them. That's why Carmencita Brunch's campaigns only started once a measurement system was in place that could calculate the return on every euro invested.
Results
Customers in 12 months
+200%
+80% customers in the first three months and +200% in 12 months.
New customers at a cost of €2 per customer.
Returns of more than €4 of gross profit for every euro invested (ROI > 4).
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